The Professional Certificate in Digital Marketing is aimed at helping delegates navigate the expansive digital marketing ecosystem and to cultivate their understanding of and practical experience in the application of simple yet powerful digital marketing tools. Employing these digital marketing tools, delegates will learn how to craft effective marketing campaigns for their organisation’s product or brand guided by the expert knowledge imparted from industry marketing practitioners, and they will learn how to successfully run these marketing campaigns. Additionally, delegates will learn how to engage various marketing channels including search engine optimisation and content marketing as well as various social media platforms to analyse trends and consumer behaviour practices across these platforms. In this way, delegates will become proficient in the analysis of marketing data generated by organisations using sophisticated data analytics tools and software, and they will learn how to transform this data into actionable marketing and business insights.
The objectives of the Professional Certificate in Digital Marketing are to:
• Prepare delegates to dominate the digital space and expand their brand presence using powerful digital marketing tactics.
• Enable delegates to target the right audience with their message using key digital marketing tools.
• Foster delegates’ exploration of emerging data analytics tools and techniques used to track and measure consumer behaviour to inform marketing decision making.
• Equip delegates with the invaluable digital marketing skills and confidence needed to lead digital marketing initiatives within their organisations.
Rationale
Digital technologies exert a significant influence on how organisations evolve and even in some instances, how they are displaced. Thus, the way in which these digital technologies are leveraged in the marketing process is critical to the longevity and success of an organisation. this Professional Certificate in Digital Marketing is timely as the need for digital marketers has never been greater. This Professional Certificate in Digital Marketing was conceptualised to develop human capital in the digital industry in alignment with the needs of the digital industry to improve performance and competitiveness. Thus, this Certificate will equip delegates with the digital marketing skills and tools in which their jobs demand. Delegates will learn how to develop, implement and optimise marketing campaigns to promote their organisation’s product, to improve their brand’s digital presence, and to ultimately drive purchasing behaviours. As a significant part of digital marketing involves the analysis of marketing data and trends, delegates will receive training in the analysis of marketing data and metrics through the use of sophisticated data analytics and visualisation tools, and in the interpretation and communication of critical business insights derived from this data. Additionally, this Certificate will enable delegates to understand the importance of implementing an omni-channel approach to marketing as a means of engaging all stakeholders of the organisation.
